Planning a B2B blog strategy for 2017 can help drive a company’s content marketing success. You can leverage your company blog to fuel a digital distribution strategy that attracts your target audience, builds brand trust, and ultimately moves prospects to a purchase decision.
- 89 percent of B2B marketers use content marketing and 63 percent of B2B marketers say their organization is very committed or extremely committed to content marketing.
- 45 percent of B2B marketers expect content marketing spending to remain the same over the next 12 months.
- Brands are producing eight times more content than they were five years ago, while getting 89 percent less social sharing power.
- 52 percent of B2B marketers say blogs will be critical to content marketing success in 2017.
The Content Marketing Institute and Marketing Profs publish an annual survey asking marketers a series of questions about their content marketing strategies.
2017 Blogging Report
If publication data for blog posts over the last five years are examined to find out how blogging and blog sharing has changed. The results are staggering.
The report shows that brands are producing eight times more content than they were five years ago, while getting 89 percent less social sharing power. This finding is really surprising given that there are so many more people on social networks.
Just over the past year, the length of blog posts has changed from an average of about 600 words per post to an average of about 700 words per post. That might not seem like a lot, but it is indicative of a growing pressure for brands to produce longer, more comprehensive content.
Despite producing fewer blog posts compared to all of the other brands, Dell EMC was able to get a lot more distribution power out of those posts. This means they are really effective at using their blog as a hub to get their audience to engage with their content on social.
Dell EMC’s strategy of creating more shareable content fosters a feedback loop between their priority channel, being LinkedIn, and their blog, amplifying their distribution power.
The greatest number of social shares stemmed from the security topic, which Adobe has the greatest ownership of with about 6,000 social shares. This data shows that there is a lot of interest in content about security issues, and Adobe has grabbed that opportunity with both hands. SAP, Microsoft, and IBM have a chance to grow their blogging share of voice on this topic, as they currently own smaller shares total shares.
The topic with the second greatest number of blog social shares is analytics. For this topic, Oracle owns the majority of the blog topic with over 5,000 social shares.
Using these comparisons is a great way to find blog topics your target audience is already engaged in, and to use your blogging strategy to grow your audience.
The rise in content production and increased competition for readers’ attention means it’s becoming even more important to create shareable blog posts.